That famous ‘I amsterdam’ selfie hotspot that sits outside Amsterdam’s Rijksmuseum has been uprooted, as some locals felt it was sullying the city’s charm.

Installed 14 years ago, the sign promptly became one of Amsterdam’s most prominent tourist highlights. Per the city’s marketing organization Amsterdam Marketing, about 6,000 selfies were taken with the attraction daily.

Alas, its popularity was its downfall—naysayers believed the sign inspired “mindless mass tourism” and was “too individualistic.” As it result, it was removed on Saturday, 24 November.

The demolition was requested by Femke Roosma, a city councillor and leader of left-wing part GroenLinks. In a statement obtained by The Telegraph, Roosma said, “This slogan reduces the city to a background in a marketing story,” even though it was originally meant to represent the “diversity, tolerance, [and] solidarity” of each citizen.

However, it seems that most locals are in disagreement with Roosma’s decision. A survey conducted by Dutch pollster Maurice de Hond found that 66-percent of Amsterdam residents were against the idea of removing the sign.

The ‘I amsterdam’ tagline isn’t gone forever, though. It will continue to be Amsterdam’s tourism slogan, and its letters will now be set up in various locations around the city during special events.

The removal of the sign might also rekindle an appreciation for the arts, as locals and travelers will now shift their gaze to the actual highlights of the Rijksmuseum: the artworks.